P.S: I Love You April 19, 2008

This is not the Hillary Swank movie…It’s a picture of the chocolate bars I took a few weeks ago. Lovely isn’t it?! I love chocolate. Which girl doesn’t? And I was just amazed when one of my colleague put one bar of cholocate on my desk, which says “You’re awesome!”.

Sometimes it’s just interesting to see how people play with the marketing ideas for chocolate bars.  Let’s see what did they play with before: Flavours, Packaging of Boxes, TV commercials, Seasonal promotions…Cadbury and Dove have rocked the world with their small little bars. Now people (mostly women) all around the world have all varieties of chocolates to choose from.  But after all the massive marketing on TV, on print, in retail and in their mail boxes, what else appeals to them?

Then I found these cute little chocolate bars with different texts on it near the counter in a grocery store in Stellenbosch.  I couldn’t help but going through all the texts on all the bars on the shelf. They have text of all those little warm fuzzy words we say in our daily lives: “crazy about you”, “Thank you!”, “Sorry”, “You’re awesome!”, “You rock!”…And next to them are the bunch of chocolate bars with questions on: “Will you forgive me?”, “Will you go out with me?”…

I bought one of each, just out of curiosity. The P.S chocolate bars actually tastes very good, with peanut flavours. And the question bars are all divided into halves, with the answer of “YES” and “NO” in it!

Those chocolate bars focus very much on their functional purpose – to deliver message to the ones that people care about. They defintely appeal to those who need to say something. Quite clever indeed. However, since most of these chocolate are going to be given to other as gifts, instead self consumption. While most people buy chocolate for themselves would definitely appeal to flavours first as their priority. So I just guess there must some limit of market of these chocolate bars. It would really be a smart idea to use those P.S bars or questions bars as LEP though so as to raise the playful brand imagery of their brands.

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